Irma Goby
Founder & CEO @ Y-OUTS
About
I am the Founder & CEO of SHS Group, an ecosystem built to help international beauty brands successfully enter and scale in Indonesia.Over the years, I noticed that many global brands underestimate the complexity of entering this market. Distribution alone is not enough. Market entry requires regulatory clarity, retail access, cultural understanding, and increasingly, creator-driven storytelling.That’s why I built an integrated ecosystem:Way Out Solutions (Y-OUTS Indonesia) : Market entry and regulatory strategy for international brandsGOBY Beauty : Distribution and retail development across IndonesiaSTUOY Media (Former: YOUTS Media) : Creator-driven media connecting brands with culture and communityTogether, these platforms allow brands to move from market entry → brand building → scale with real execution on the ground.Today our ecosystem works with international beauty, personal care, and lifestyle brands looking to enter Indonesia and build long-term cultural relevance in the market.
Indonesia
Jakarta
Retail
New Business Development, Sales, Consulting, Marketing Strategy
Experience
Founder & CEO
Y-OUTS
Jakarta, Indonesia
Way Out Solutions is a turn-key market entry partner for international beauty and personal-care brands entering Indonesia. Based in Jakarta, we handle the full process from BPOM regulatory approval and documentation to import readiness and operational setup, ensuring brands can launch smoothly and compliantly in the Indonesian market. Our leadership team brings deep industry expertise and hands-on execution across every stage of entry. Learn more more about us: https://wayoutsolutions.co.id
Founder & CEO
STUOY MEDIA
Jakarta, Indonesia
Y-OUTS MEDIA now STUOY MEDIA is a new-generation media platform connecting youth culture, creators, and brands in Indonesia. We go beyond traditional digital media by building a creative ecosystem where content, community, and real-world activations intersect. From creator-driven storytelling to on-ground cultural moments, our goal is to turn cultural signals into real engagement and market impact. Operating at the intersection of culture, creators, and commerce, Y-OUTS Media helps brands stay relevant in a fast-moving digital landscape through community-driven content, cultural insights, and meaningful collaborations. Over the past 12 months, the Y-OUTS MEDIA ecosystem has generated: - almost 250K followers on Tiktok - 490M+ video views - reached nearly 488M audiences across platforms - supported by a fast-growing creator community. Welcome to the new wave of media in Indonesia!
Founder & CEO
GOBY BEAUTY
Jakarta, Indonesia
GOBY BEAUTY is a dynamic company that specializes in both online and offline import and distribution. As the sole or exclusive distributor, we take full responsibility for the entire distribution process, managing every step from procurement to delivery. Our services encompass sourcing, logistics, marketing, sales, and after-sales support, ensuring that our partners’ products reach the right audience effectively and efficiently. Whether through our e-commerce platform(www.gobybeauty.com) or a network of carefully selected retail partners, we strive to create a seamless experience for both brands and consumers, driving growth and long-term success for all involved.
Irma Goby's Contact Information
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